How to Reduce Site Abandonment with Retargeting
Are you tired of seeing bounced traffic in Google Analytics? There are three critical actions you can take today to reduce site abandonment so you can watch that number go down. More importantly, there’s a simple, cost-effective tool you can use to convert anonymous visitors into customers – even if they don’t fill out a form on your website.
This article aims to help you reduce all forms of abandonment, from shopping cart abandonment to website abandonment, and to help you generate more revenue from visitors who leave your site before converting.
What is Site Abandonment?
Site abandonment (also known as webpage abandonment, landing page abandonment, or just plain old bounce rate) is when someone visits your website and leaves before converting. Shopping cart abandonment is when someone puts something in their cart and leaves without completing their purchase. Site abandonment is when they leave before they put something in their cart.
How to Reduce Site Abandonment
A bounce occurs when a user visits a website before taking any action, such as making a purchase, filling out a form, or clicking on a link. Here are three critical actions that you can take to reduce site abandonment.
Improve Your Page Load Time
A slow website is one of the most common reasons for site abandonment. According to research conducted by Deloitte, even a minuscule one-millisecond-second improvement in website load time can make a big difference.
The study analyzed data from 37 retail, travel, luxury, and lead generation brands in Europe and the US over a 4-week period. Retail sites saw an 8% increase in conversions, and travel sites saw a 10% increase on average. We also found that when site speed improved by 0.1 seconds, retail consumers spent almost 10% more time on the site, while lead generation and luxury consumers viewed more pages, with a 7% and 8% increase respectively.
To improve website load speed, you can optimize images, minimize HTTP requests, enable browser caching, and use a content delivery network (CDN).
Make Website Navigation Easy
A website with confusing navigation can frustrate users, leading to site abandonment. You can simplify website navigation by using clear and concise labels, grouping related items, providing a search bar, and using a simple and consistent layout.
The Good recommends six ways to improve website navigation.
- Optimize the mobile navigation by providing a responsive and simplified navigation bar.
- Replace drop-down menus with a detailed page when the options are extensive or complex.
- Implement frictionless site search to provide a better user experience.
- Provide context with visual indicators to help visitors find the right page.
- Create separate website navigation menus for different audiences.
- Add a mega footer that provides navigation links to important pages.
Provide High-Quality Content
Providing high-quality content is essential for engaging users and encouraging them to stay on your website. Ensure that your content is relevant, informative, and well-organized. Use headings and subheadings to break up long text blocks, include images and videos, and provide links to related content.
How to Convert Visitors Who Abandon Your Site into Customers
Even if you do everything right, you’ll still have visitors who bounce. That doesn’t mean they’re not interested. They might have gotten busy or decided to look around and forgot to come back. But you can still convert those visitors into customers.
I know. You’re thinking, “But I don’t have their email address!”
That’s OK. You can your visitors’ names, email addresses, and mailing addresses with website visitor identification software.
This site abandonment solution works the same way as traditional retargeting but it allows you to retarget via email and direct mail as well.
How does it work? Here are the basics:
- Simple, pixel-based implementation
- Deterministic matching to ensure you are reaching the right prospect
- Complete campaign filtering and geo-filtering controls
- Built-in campaign budget controls
- Full creative control
- Dynamic injection that allows each creative to be fully customized to match the visitor’s interests
Convert Bounced Traffic into Revenue
In conclusion, site abandonment can be a frustrating challenge for website owners, but there are effective strategies to reduce it. Improving page load time, making website navigation easy, and providing high-quality content are three critical actions that can help reduce site abandonment. However, even with these strategies in place, some visitors will still leave your site before converting. The good news is that you can use website visitor identification software to convert bounced traffic into revenue.